1(a) What do you understand by the term Marketing Communication? Discuss the concept of marketing communication as a tool for market development strategies.
(b) Why and how different set of people buy the same brand/ product for different reasons? Identify the buying motives for the following
(i) Expensive Smart Phones.
(ii) Wellness Products for Women and Men
2 (a) Discuss the concept of Promotion Strategy and Tactics with suitable illustration. Suggest a suitable planning framework for the below mentioned
(i) Chinese Smart Phone Brand for Indian market
(ii) Indian Railway … [Read more...]

1. (a) Why a sound knowledge of the customer in terms of the needs, preferences, motivation and behavior is paramount importance for advertisers for designing and formulating a suitable marketing communication strategy. Discuss at length with a suitable illustration.
(b) Trace the major changes that have taken place in the India media scene both in the urban as well as rural set. Elaborate and propose suitable strategies for advertisers to cope these charges.
2. (a) Propose and explain the promotion campaign for the following product which are at the growth and maturity stage of their … [Read more...]

1. (a) What are the major objectives of Marketing Communication? Discuss with two suitable examples the role and its implication in the promotion of a firms Product or Service offering.
(b) What do you understand by Creative Association? Explain the various kinds of creative associations in the following situation
i) Home Appliance targeted at working women.
ii) Automatic variant of small car targeted at young urban professional.
2. (a) What are the various techniques to allocate promotions budget? Which technique would you suggest to the following and why?
i) An established consumer … [Read more...]

1. (a) Discuss the concept and role of marketing communication in the following situations .
(i) Product Marketing
(ii) Social Marketing
(b) Explain the consumer behavior variables that help enable in the development of marketing communication.
2. (a) Briefly explain the strategic consideration and creative consideration associated in campaign planning for the following products & services.
(i) newly introduced electric car.
(ii) state road transport services.
(b) What is celebrity advertising? Discuss with two examples its relevance in today’s business environment. Enumerate … [Read more...]

1. (a) Explain the concept of Marketing Communication. What marketing communication tools would you recommend in the following situations?
(a) Newly introduced diesel midsize car launched by a leading Japanese car maker.
(b) Change in company logo.
(b) What is mass media? In what situation is mass media employed? Pickup any two examples of your choice and explain its relevance.
2. (a) Suggest what message strategies and order of presentation should be used for the following products and services and why?
(a) Safe driving habits for youth
(b) SUV from a leading automobile company
(b) … [Read more...]